Análise de vendas e desenvolvimento de um Modelo de Maturidade de Vendas (Sales Maturity Model) em Micro e Pequenas Empresas de uma região

Abstract

Context: Given the economic and social relevance of Micro and Small Enterprises (MSEs) in Brazil, especially in the Triângulo Mineiro and Alto Paranaíba regions, this thesis sought to understand their representativeness and resilience in the face of unforeseen external factors, such as economic and health crises. In this scenario, it is essential to understand the degree of sales maturity of these companies, as well as the impacts that events such as the pandemic have had on their business models and commercial strategies. Objective: To analyze the influence of crises on MPEs in the Triângulo Mineiro and Alto Paranaíba regions and propose a theoretical sales maturity model adapted to the Brazilian reality. Method: The research was structured in two complementary studies. The first, qualitative in nature, was based on semi-structured interviews with entrepreneurs and managers in the region, using the snowball technique. The data were analyzed through content analysis and triangulation with documentary research. The second study, which used a mixed approach (quantitative and qualitative), was based on the proposal of a theoretical sales maturity model, adapted from the model by Väänänen, Forsten-Astikainen, and Eskola (2020) and variables from the literature. A questionnaire was applied to managers of micro and small enterprises in the region, with descriptive statistical analysis and multiple linear regression analysis. Results: The study revealed that crises such as the pandemic significantly impacted the sales and operating models of micro and small enterprises, forcing digital and management adaptations. In addition, a diversity of sales maturity levels was identified among companies, influenced by factors such as organizational structure, technology adopted, leadership profile, and customer relations. As a result, a theoretical model of sales maturity specific to Brazilian SMEs was proposed, unprecedented in the national context. Adherence of the research to the PPGAdm concentration area (Regionality and Management) and to the line of research: The thesis falls within the Regionality and Management concentration area by addressing the specific reality of MSEs located in the Triângulo Mineiro and Alto Paranaíba regions, analyzing how these enterprises face crises and develop sales strategies in adverse contexts. In addition, it is directly aligned with the research line Organizational Management and Regionality, investigating organizational practices (such as sales models and business resilience) from a regional perspective, considering local specificities, the role of support institutions, and regional economic dynamics. The research contributes to the understanding of how organizational factors interact with the regional environment, producing practical and theoretical implications for the management of micro and small enterprises. Impact and innovative character in intellectual production: The main theoretical contribution of the research is the unprecedented proposal of a sales maturity model aimed at MSEs in Brazil, which represents an advance in studies on sales management and organizational resilience in regional contexts. The adaptation of the international model to the national scenario also stands out as an innovative contribution. Economic, social, and regional impact: From a practical standpoint, the research offers MSEs a model for self-assessment of their business practices, which can assist in strategic planning and improving sales performance. Among the products generated, the following stand out: interviews with entrepreneurs, reports with regional results, research instruments, and a proposed framework for use in consulting and training focused on sales. Regional implications: The research contributes directly to understanding the specificities and needs of micro and small enterprises in the Triângulo Mineiro and Alto Paranaíba regions, fostering the development of public policies, business strategies, and institutional support actions that are more appropriate to their realities. Sustainable Development Goals addressed in the research: The research mainly addresses the following SDGs of the UN 2030 Agenda: SDG 8 (Decent work and economic growth), by supporting the development and strengthening of micro and small enterprises; SDG 9 (Industry, innovation, and infrastructure), by promoting innovation in business management; and SDG 11 (Sustainable cities and communities), by strengthening local enterprises and their capacity to generate regional socioeconomic impact.